LESCO launches new fleet

LESCO unveiled its new Store-on-Wheels vehicle Thursday at the Golf Industry Show in Orlando, Fla.

“The golf course market is at the core of Lesco’s business, just as it has been since LESCO’s founding in 1962,” says Michael P. DiMino, president and chief executive officer. “That’s why we are putting these new vehicles in the market to strengthen our commitment to our golf course customers across the country at a time when other companies are looking for ways to cut their services to golf course superintendents.”

The original Store-on-Wheels concept was born out of a focus on meeting golf course superintendents’ needs. This approach to distribution brings nearly 200 products to golf course superintendents at their courses on a regular basis, which saves superintendents time.

“This new vehicle allows us to meet the needs of more superintendents in a variety of ways,” says DiMino. “First and foremost is convenience – superintendents do not have a lot of time to spend going out to purchase the products they need. That’s why we bring the products to them. We already do that well, but now we can offer even more convenience to golf course superintendents.”

The biggest advantage for superintendents, however, is that the company plans to expand its Store-on-Wheels fleet from 72 vehicles at the start of 2005 to approximately 110 vehicles by the end of the year.

All of the current Store-on-Wheels vehicles will be replaced this spring and summer.

“These new vehicles will increase our density in the markets we currently serve, which means golf course superintendents will benefit because we will be able to visit them more often,” says DiMino. “Superintendents tell us time and time again how much they appreciate the fact that we essentially bring a store to them. Now we will bring that store to them even more often. Plus, adding 30 new Stores-on-Wheels to our fleet will allow us to call on even more customers.”

Another benefit of the new vehicles is to the company's golf sales associates. The new Stores-on-Wheels are easier and more comfortable to drive than the company’s traditional vehicles.

“There’s just no doubt that this new Store-on-Wheels makes great sense for Lesco’s and offers tremendous added value to our customers and prospective customers,” says DiMino. “We grew our golf sales almost 2 percent in a flat market in 2004, and we expect that number to increase in 2005 and the years to come.”